Services Marketing - Australian Bottled Water Industry Essay

2348 Words Nov 13th, 2008 10 Pages
Introduction

The Australian bottled water industry has been growing rapidly over the past decade. Many Australians drink bottled water on a regular basis, and on average consumed 21.2 litres per person (Australian Bureau of Statistics) in 2001. The boom in consumption of bottled water has moved the product beyond the niche market and into the mainstream as it has become a staple to many Australians. Many people drink bottled water today simply because they prefer the taste to that of tap water or perceive it to have more purity. Other reasons behind the explosion in bottled water consumption are: consumers' passion for fitness which guides them to fewer caloric beverages; increased accessibility of bottled water via convenience stores,
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Social classes show distinct product and brand preferences in buying behaviour. All brands of bottled water cater for a different social class. Peats Ridge is a cheap brand readily available at Woolworths or Coles while Perrier is usually found in upmarket restaurants.

2.Social Factors: A consumer's behaviour is influenced by such social factors as reference groups, family and social roles and statuses. A person's reference group consists of all the groups that have a direct or indirect influence on the person's attitudes or behaviour (Kotler, 2000, pp.163). Reference Groups create pressures for conformity that affect actual product and brand choices. The MiZone and Aqua Blue range of bottled water is aimed and is consumed by people who do considerable exercise and are concerned about their fitness and well being. Consumers in this group would notice that their peers consumed MiZone or Aqua Blue and would then purchase it themselves.

3.Personal Factors: Personal values have been assumed to influence behavioural and consumption decisions through attitudes (Carman, 1977, pp.403-7), thus creating desires, influencing needs to be satisfied, and driving consumers to select products that fulfil specific needs (Gutman, 1982, pp.60-72). Bottled water satisfies the most basic of human needs, that of thirst. But it also satisfies a range of specific needs